Creative Director Joshua Gadson Shares His Super Bowl Faves and Flops

In the ad world, Super Bowl Sunday is about anything but football. Or even Taylor Swift or Usher. It’s about the commercials! We were honored to have Joshua Gadson, Co-Founder/Creative Director at Unsurfaced™, stop by Screen to share his take on the advertising artistry on display during the big game…

And before we dive into Joshua’s picks, please be sure to click to read about his Chicago-based agency’s latest win at the 2024 Anthem Awards for their impactful campaign for Eastside Golf.

SCREEN: What was your favorite spot of the night?

JOSHUA: My favorite spot was Dove Let’s #KeepHerConfident. Dove the past few years have been doing an amazing job at giving a platform to women especially young women. We often hear about these insights and statistics that effect women mentally, emotionally, and physically, but sometimes seeing them with visual representation hits home even more. It’s refreshing to see a beauty brand actually stand up for beauty of all kinds…

SCREEN: What was your least favorite spot of the night or a spot you felt could have been more successful?

JOSHUA: I always love the storytelling in the Jesus Get Us commercials. I think for me they fall short because it’s hard to get that message across without always going into deeper context. Yes, Jesus didn’t hate people and he washed feet; but why did he wash feet was never explained. So, unless you’re into religion or theology you may not get the reason that reference was made. The narrative needs to be tighter and more easily grasped.

SCREEN: What would you like to see more or less of in terms of advertising in next year’s Super Bowl?

JOSHUA: I would like to see more representation of all types. A-List celebs dominated the field as usual but the TVC’s with the most impact usually use “real” people. It helps others see themselves in the work. The NFL’s bullying ads were great for raising awareness because it placed athletes in the shoes of a bullied kid.

Thanks so much for chiming in, Joshua! Check back here at SCREEN for more insight and interviews from advertising creatives across the country. You can also click right here to subscribe to our weekly email newsletter.

For more from Joshua and his team at Unsurfaced™ click right here.

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